The geopolitical and economic environment is dynamic and increasingly impacting organisations across the globe. The ability for leadership to understand, accommodate, and prepare for those changes is therefore critical for organisational success. This presentation explores a variety of factors shaping geopolitical and economic trends, highlights the key challenges, and proposes some strategies for effective decision-making.
This session will cover:
- Identify Major Trends: Highlight significant geopolitical and economic trends shaping the global landscape.
- Assess Risks: Understand the potential risks and their implications for businesses.
- Strategic Insights: Provide actionable strategies for business leaders to navigate these complexities.
Organisations that remain the same while the world around them changes, are doomed to fail.
Understanding the mindset of their CEO is critical to the success of any B2B marketing leader. The better marketers are able to align with the agendas and priorities of the CEO, the better they’ll be able to demonstrate success - on a personal and departmental level. So what factors typically play on the mind of the CEO, and what can marketing leaders do in order to best engage with them on key strategic priorities? To explore this challenge, in this session Joel Harrison will interview Lisa Quest of global consulting firm Oliver Wyman on her journey as a country leader and member of the European leadership team. The discussion will focus on a range of issues, including marketing’s place in the executive leadership team, the role of brand and how to energise and engage a workforce of highly educated consultants.
Purchases are complicated and long - or at least that is what we tell ourselves when the market is down and sales are slow. But what if marketing leaders are hampered by the same set of flawed ideas about buyer behaviour? In its latest research, Inbox Insight asked over 800 B2B tech decision makers 43 questions about how, and why, they buy, and identified four major misconceptions about buyer behaviour leaders need to avoid. Ross Howard, Inbox Insight's director of product marketing, will debunk these misconceptions, and make the case that the way to win is to engage buyers based on their behaviour to accelerate pipelines and generate demand. In a world in constant flux, leaders need an ever-evolving grasp on who is involved in a purchase and the power dynamics that really drive accounts to select and purchase from a vendor.
Join to learn how marketing leaders can reshape their approach around the buyer journey, with this new understanding of buyer behaviour in mind.
This session will cover:
- 4 major misconceptions about buying budgets and behaviours
- The role of marketing leadership in constantly revising and updating our understanding of buyer behaviour
- Converting leads into revenue (in a buyer first way)
- Rethinking building brand trust through education
Measurement - B2B businesses are increasingly recognising the importance of brand building, with 67% of CMOs planning to increase their budgets in this area, according to LinkedIn's Benchmark Report 2024.
While it's widely understood that balancing long-term brand building with short-term sales activation is crucial for business growth, executing this strategy effectively remains a challenge. Most B2B companies still invest less in brand building than the 60:40 ratio of brand building to sales activation recommended by Binet and Field in their influential work, "The Long and the Short of It."
So, what's holding them back? In a panel featuring Renaye Edwards Director at Digital Radish, alongside clients IIvija Skerskane, Vice President, Console Connect and Brian Macreadie, Head of Marketing, Addleshaw Goddard, we'll explore the key challenges and barriers that organisations face in achieving this balance. We'll also provide expert advice on how to overcome these obstacles and optimise marketing strategies for sustained growth.
What will the audience learn?
-
How to build a compelling case for brand campaign investment in your 2025 marketing plans
-
How brand building and short term activation can work together
-
Advice and learnings from recent and live brand campaigns
With increased pressure for B2B marketing to demonstrate its value as a commercial function to gain investment for profitable business growth, simply reporting on marketing metrics of brand, leads and event activity is not enough.
In this session, we will explore:
- How can marketers move from marketing metrics to business impact?
- What are the key KPIs that concern CFOs and do marketers truly understand them?
- How can marketers take ownership of a value creation plan to win the trust of their CFO?
- How can marketers can align their system, processes and data with CFOs to start speaking the same language?
In a rapidly evolving market, leaders know that building effective talent strategies is essential for performance and cultural alignment. Join our panel of esteemed experts and marketing leaders as they discuss what the talent strategies of 2025 need to look like to drive results. The conversation will explore the key aspects of scalability, talent flexibility, and creative excellence, as well as how leaders are navigating resource constraints and headcount freezes.
With our speakers sharing real-world examples, the panel will chart a talent strategy for 2025 that enhances ROI while creating the right skills and cultural alignment within teams.
The panel will cover:
• How marketing talent strategies are evolving in global organisations
• The role of leadership in crafting talent strategies for cultural alignment and performance excellence
• The effect of economic forces and new technologies on talent markets
The story of Ann Daniels is one for the history books (or at the very least, a blockbuster Netflix documentary.) From being a single mother of triplets without any outdoor experience whatsoever, to becoming a world record polar explorer who has participated in and led over eight North Pole expeditions, Ann knows more than most about leadership, resilience and overcoming adversity.
Attendees will hear her remarkable journey to joining the first all women's teams to ski to the North and South Poles before going on to work with NASA, The European Space Agency, and many other high profile expeditions. Weaved throughout her story is an engagement with the universal questions of leadership: how can we inspire the best in our peers even in the most challenging circumstances? How can we cultivate resilience, foresight and lateral thinking in our teams (even without the threat of frostbite to motivate us)?
High energy, inspirational and with a generosity of spirit, Ann will teach us the magic of transforming small gains into huge wins, great planning, and not worrying about what you can't control. Capping off the event, no one is better placed to help marketers navigate fraught and uncertain terrains.
Further programme updates and speakers will be announced soon
The organisers reserve the right to amend the agenda and speakers.